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MILLENNIALS AND MEMBERSHIP

Prepared by: QNA GroupMay, 2017

EXECUTIVE SUMMARY

2

EXECUTIVE SUMMARYGenerational Differences

GenX/Boomers are more likely to focus their memberships around less organizations, with nearly half (47%) belonging to just 1-2 organizations, groups or clubs. While very few individuals belong to more than 10 organizations (5%), Millennials are more engaged in the idea of memberships, as they are significantly more likely to belong to 6-10 (16% vs. 9%).

When it comes to paid memberships, Millennials are significantly more likely to have a paid membership in all membership categories. They are also more likely to state they have an unpaid membership to every membership category except financial (credit unions, investment groups).

A possible explanation for these differences in behavior is that GenX/Boomers have already tried memberships at a larger number of organizations than they currently belong to, and have only kept their association with the organizations that are the most meaningful.

Most Meaningful Membership

The most meaningful memberships for both groups are most often found in professional or business group organizations or health and fitness organizations. For Millennials especially, their most meaningful membership requires a dues or a donation (80% vs. 72%). When GenX/Boomers do pay for membership, they are more likely to be contributing less. 61% give $500 or less annually compared to 52% of Millennials.

Not surprisingly, GenX/Boomers tend to be members of the organization they find most valuable longer than Millennials. In fact, 55% of GenX/Boomers have been a member for 6 or more years, compared to just over a quarter (26%) of Millennials.

3

EXECUTIVE SUMMARY

Reasons for Joining or Maintaining Membership

The differences in relative importance of the factors that influenced their decision to join the organization they feel is most personally meaningful are striking between Millennials and GenX/Boomers. For example, Millennials consider the discounts, savings or financial benefits much more than GenX/Boomers. In fact, 55% of Millennials found discounts to be very or extremely important, compared to just 40% of GenX/Boomers.

Even more striking is the need for the organization to provide opportunities for professional improvement, as 64% of Millennials find this to be important vs. just 44% of GenX/Boomers. Supporting the organization’s mission or activities is the one area where Millennials and GenX/Boomers are the most closely aligned, with 70% of Millennials viewing this as important vs. 65% of GenX/Boomers.

For both groups of respondents, the attachment to their most valued organization is high, as nearly three-quarters (74%) of respondents consider it very or extremely important to continue to be a member of that organization in the future.

4

EXECUTIVE SUMMARY

Communication with Preferred Organization

All respondents are in communication with their most valued organization fairly regularly. In fact, 86% of respondents state they are in contact at least monthly. Interaction varies greatly however.

While both Millennials and GenX/Boomers most often interact with their preferred organization via email (62% and 57% respectively), GenX/Boomers also rely on events or meetings (44%). Not surprisingly, significantly more Millennials (38%) say they most often interact with their preferred organization through social media as opposed to 28% of GenX/Boomers.

Additionally, Millennials state they have more frequent engagement with the organization they most value, as 29% report they interact with other members of the organization daily compared to 19% for GenX/Boomers.

Creating a Personalized Experience

While appreciated, only a few respondents (12%) believe providing a highly personalized experience is essential. It is important to note, however, that Millennials are more likely to state that their most valued membership provides personalized experiences like one-to-one attention (39%), individuals offers (29%) and personalized communications based on their interests or profiles (45%).

5

EXECUTIVE SUMMARYThe ability to provide a personalized experience is predicated on the availability of personalized data, and the willingness to do so varies greatly. Nearly half (47%) of Millennials state they are willing to share a moderate or quite a bit of personal information in exchange for a more customized experience, compared to just 35% of GenX/Boomers.

This is reflected in the types of information each respondent group provides to its preferred organization. GenX/Boomers are willing to share more traditional, and basic contact information such as phone, email and address (69%), date of birth (41%) or family information (30%).

However, outside of those areas, GenX/Boomers are less likely than Millennials to share any information. The disparity in willingness to share personal information is seen especially with Facebook profiles (26% vs. 46%), health information (21% vs. 31%) and GPS tracking (14% vs. 20%).

Factors that Influence Membership Decisions

In general, Millennials find all factors to be more important for a membership organization to provide. Least important for any membership organization to provide is savings, rewards or other financial benefits, however that lack of importance is felt more strongly with GenX/Boomers.

Millennials are looking for a membership organization to provide personal development/growth and fun or enjoyment most of all. GenX/Boomers, in contrast, find it most important for a membership organization to support a cause or mission they believe in.

6

EXECUTIVE SUMMARYNot surprisingly, the importance of certain factors varies depending on the type of membership being considered. 40% of respondents who are members of a financial organization state that savings, rewards or financial benefits is the most important factor in considering a financial membership in general.

For cultural memberships, respondents look both to savings or rewards and support for a cause or mission they believe in. Those with a membership in an education or professional business organization both say its most important to consider professional development, while those with a health and fitness membership value personal development/growth.

7

EXECUTIVE SUMMARYA Closer Look at Millennials

While Millennials in general tend to have more memberships than GenX/Boomers, it is older Millennials especially who have more memberships. Only a third of older Millennials (32%) belong to just 1-2 organizations, compared to 46% of younger Millennials.

Older Millennials are also more likely to pay to belong to all different types of organizations, but only slightly more likely for health and fitness as well as hobby groups. Differences to note are religious/spiritual (33% vs. 20%), political/advocacy groups (29% vs. 18%) and cultural organizations (39% vs. 26%).

Most Meaningful Membership

Millennials find their most meaningful membership is within the health and fitness area (30%), followed by professional/business groups (26%). Millennials who make $75,000 or more especially find their professional/business membership to be most valuable (32%) compared to those making less than $75,000 (17%). Interestingly, 27% of those making less than $75,000 also do not pay for their most meaningful membership, compared to 14% of their counterparts.

For those who do pay for their preferred membership, younger Millennials are significantly more likely (26% vs. 14%) to pay less than $100 annually to belong. Not surprising, over a third (35%) of younger Millennials have been a member two years or less compared to 23% of older Millennials.

Older Millennials also find all reasons for joining or maintaining their association with their preferred organization to be more important than younger Millennials, especially opportunities for professional improvement (72% vs. 55%). 8

EXECUTIVE SUMMARYEngagement with Member Organizations

Older Millennials are more engaged with their preferred organization. 79% (vs. 71% of younger Millennials) say it is at least very important that they continue to be a member. They also have more frequent interactions with this organization. Nearly a third (30%) say they interact daily, while less than a quarter of the younger Millennials (21%) do.

Additionally, older Millennials are more likely to interact with the organization that is most meaningful to them through all available communication channels. This is especially true with respect to events or meetings (42% vs. 36%) and telephone (35% vs. 29%).

The Importance (or Lack Thereof) of Personalized Communications

The way in which they are communicated to matters as well. Older Millennials value personalized communications, while younger Millennials don’t really find them to be necessary. For example, 59% of older Millennials find highly personalized experiences very necessary or essential, and 50% say the organization they value the most provides personalized communications based on their interests. Conversely, only 39% of younger Millennials find highly personalized experiences very necessary or essential, and 39% also say the organization they value the most provides personalized communications.

Therefore it is not surprising to find that Older Millennials say they want a more customized experience, and they are willing to share personal information for it. Over half (52%) of older Millennials are willing to provide a moderate or quite a bit of personal information in exchange for a more customized membership compared to 41% of younger Millennials.

9

EXECUTIVE SUMMARY

How Organizations, Groups and Clubs Provide Value

Younger and older Millennials alike (78%) find personal development/growth to be important in terms of what any membership organization provides for its members. Additionally, it is older Millennials who feel significantly more strongly that it is important for any organization to provide all of the features to its members. This is especially so with social/group interactions) and professional development/growth where 78% of Older Millennials view both respectively as very or extremely important compared to 63% of younger Millennials.

Of note, Millennial members of cultural organizations are not as likely to say their preferred organization provides opportunities to interact with others (40% vs. 45% avg. Millennial), yet 78% they say it is important for any membership organization to provide those opportunities.

Gender Differences among Millennials

There are also some striking differences in how Millennial men and women feel about belonging to an organization as well. Interestingly, Millennial males are significantly more likely to have a membership in all organization categories. Furthermore, 86% pay dues or make a donation to their preferred organization as compared to 73% of females.

The amount Millennial males pay or donate annually to their preferred organization is also greater, as 52% contribute $500 or more annually compared to 40% of females. Millennial males have also had a longer relationship with their preferred organization as 30% have been a member of their preferred organization for 6 or more years compared to 21% of females.

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RESPONDENT PROFILE

11

RESPONDENT PROFILEA total of 1050 valid and complete surveys were collected, 66% of which were Millennials.

Audience Completed Surveys

Millennials (Net) 701

Born between 1989 and 2000 328

Born between 1982 and 1988 373

GenX/Boomers (Net) 349

GenXers born between 1965 and 1981 216

Boomers born between 1946 and 1964 133

TOTAL 1050

12

White, 62%

Black, 9%

Hispanic/Latino, 9%

Asian or Pacific

Islander, 6%

Native American or

Alaska Native, 4%

More than one race, 9%

Racial/Ethnic Background of GenX/Boomers

White , 42%

Black , 13%

Hispanic/Latino, 19%

Asian or Pacific

Islander, 5%

Native American or

Alaska Native, 8%

More than one race, 14%

Racial/Ethnic Background of Millennials

RESPONDENT PROFILERespondents represent broad racial and ethnic backgrounds.

Q43 In which state is your primary employment? (Base: employed early career veterinarians n=471) *Region=US Census region definitionsQ47 How would you describe the area that your veterinary practice(s) primarily serve? (Base: employed early career veterinarians n=471) 13

MEMBERSHIPS OVERVIEW

14

MEMBERSHIPSThe vast majority of respondents are members of 5 or less organizations. GenX/Boomers are significantly more likely to have a membership in in only one or two organizations at 47% vs. 39% for Millennials. While a smaller percentage, nearly twice as many Millennials are members of 6-10 organizations as GenX/Boomers.

Q3. Approximately how many organizations, groups, or clubs are you currently a member of? Please include both paid and unpaid memberships. (Base: Millennials n=701; GenX/Boomers n=349.) Circled percentages indicate statistical significance at the 95% level.

15

39% 39%

16%

3% 2% 1%

47%

37%

9%3% 1% 3%

0%

20%

40%

60%

80%

100%

1-2 3-5 6-10 11-15 More than 15 Don't Know

Memberships in Organizations, Groups or Clubs(paid and unpaid)

Millennials

GenX/Boomers

MEMBERSHIPSNot surprising, given that younger Millennials are more likely to be students or working part-time, with less annual household income than older Millennials, younger Millennials are significantly more likely to belong to one or two organizations, groups or clubs, while older Millennials are more likely to belong to more than two.

Q3. Approximately how many organizations, groups, or clubs are you currently a member of? Please include both paid and unpaid memberships. (Base: 701 Millennials, Younger Millennials n=328; Older Millennials n=373) Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

16

46%

35%

15%

2% 2% 1%

32%

42%

17%

5% 3% 1%0%

20%

40%

60%

80%

100%


Millennial Memberships in Organizations, Groups or Clubs(paid and unpaid)

Younger Millennials

Older Millennials

*

MEMBERSHIPSMillennials who have a Health and Fitness membership are significantly more likely to state they are members of only one or two organizations. Comparatively, Millennials who have cultural membership are significantly more likely to have memberships in six or more organizations, groups or clubs.

Q3. Approximately how many organizations, groups, or clubs are you currently a member of? Please include both paid and unpaid memberships. (Base: 701 Millennials, Professional or Business Membership n=557; Health and Fitness Membership n=582; Cultural Membership n=409; Financial Membership n=458; Educational Membership n=463) 17

32%36%

26%29%

32%

42% 41% 41%44% 42%

18% 17%23%

20% 19%

4% 4% 5% 5% 4%3% 2% 3% 2% 3%1% 1% 0% 1% 0%0%

20%

40%

60%

80%

100%

Professional or Business Membership

Health and Fitness Membership

Cultueral Membership Financial Membership Educational Membership

Millennial Memberships in Organizations, Groups or Clubs(paid and unpaid)


MEMBERSHIP CATEGORIESMembership in organizations, groups or clubs varies greatly based on whether or not dues or donations are required. Health and fitness based memberships are the most common overall, however, individuals involved in professional or business and finance groups are much more likely to pay some fee, while those involved in religious/spiritual or community organizations do not.

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: n=1050)

18

11%

21%

22%

22%

29%

30%

34%

37%

57%

60%

19%

29%

41%

43%

34%

24%

28%

26%

25%

53%

0% 20% 40% 60% 80% 100%

None

Political/advocacy groups

Community organizations

Religious/spiritual

Hobby groups

Cultural

Educational

Financial

Professional or business groups

Health and fitness

Memberships in Organizations, Groups or Clubs(paid vs. unpaid)

Unpaid Paid

MEMBERSHIP CATEGORIESWithin paid memberships, Millennials are significantly more likely to be a member of every organization, group or club category.

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: Millennials n=1050; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level. 19

9%

24%

24%

27%

33%

33%

40%

42%

60%

63%

14%

15%

18%

24%

21%

25%

24%

28%

50%

53%

0% 20% 40% 60% 80% 100%

None



Religious/spiritual

Hobby groups

Cultural

Educational

Financial


Health and fitness

Memberships in Organizations, Groups or Clubs(paid)

GenX/BoomersMillennials

MEMBERSHIP CATEGORIESFor unpaid memberships, Millennials also continue to be more likely to be a member for all categories except financial organizations.

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: Millennials n=1050; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 20

18%

22%

25%

26%

26%

28%

32%

36%

42%

21%

15%

27%

21%

25%

26%

24%

30%

40%

0% 20% 40% 60% 80% 100%

None

Health and fitness

Financial

Cultural


Educational


Hobby groups


Memberships in Organizations, Groups or Clubs(Unpaid)

GenX Millenials

*

*

MEMBERSHIP CATEGORIESFor memberships where a donation or dues are paid, Older Millennials are more likely to state there a member of almost every type of organization, except health and fitness and hobby groups.

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: 701 Millennials, Younger Millennials n=328; Older Millennials n=373) Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

21

8%

29%

28%

33%

34%

39%

43%

45%

65%

64%

11%

18%

18%

20%

31%

26%

35%

38%

55%

63%

0% 20% 40% 60% 80% 100%

None



Religious/spiritual

Hobby groups

Cultural

Educational

Financial


Health and fitness

Paid Memberships in Organizations, Groups or Clubs

Paid Younger Millennials

Paid Older Millennials

*

MEMBERSHIP CATEGORIESFor memberships where a no donation or dues are paid, the difference in membership between Younger and Older Millennials is much smaller, and in areas such as religion, cultural, educational and professional groups, younger Millennials are more likely to state they have a membership or belong to a group.

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: 701 Millennials, Younger Millennials n=328; Older Millennials n=373) 22

20%

32%

42%

42%

38%

24%

27%

25%

24%

24%

15%

32%

42%

45%

34%

28%

30%

25%

27%

19%

0% 20% 40% 60% 80% 100%

None



Religious/spiritual

Hobby groups

Cultural

Educational

Financial


Health and fitness

Unpaid Memberships in Organizations, Groups or Clubs

Unpaid Younger Millennials

Unpaid Older Millennials

MEMBERSHIP CATEGORIESMillennial men are significantly more likely to have a paid membership in every category of organization, group or club except for health and fitness. Males are more than twice as likely to have a paid membership to a religious or spiritual organization or a political/advocacy group.

Q4. Please select all categories in which you currently have some type of membership. Please select “paid membership” for any categories where dues or donations are required to join (even if someone else actually makes the payment). (Base: 701 Millennials, Males n=366; Females n=335) Circled percentages indicate statistical significance at the 95% level. 23

12%

14%

18%

16%

26%

27%

31%

33%

52%

63%

6%

33%

29%

36%

29%

38%

47%

50%

68%

64%

0% 20% 40% 60% 80% 100%

None



Religious/spiritual

Hobby groups

Cultural

Educational

Financial


Health and fitness

Millennials Paid Memberships in Organizations, Groups or Clubs(Males vs. Females)

Paid Males

Paid Female

MOST VALUED MEMBERSHIP OVERVIEW

24

MOST VALUABLE MEMBERSHIPHealth and fitness organizations and professional or business group organizations are most commonly listed as the most valuable to all respondents.

Q5. Now please think about one specific organization that you consider to be most personally meaningful or valuable. What category does this organization fall into? (Base: Millennials n=701; GenX/Boomers n=349.) Circled percentages indicate statistical significance at the 95% level.)

25

27% 25%

13%8% 8% 7% 6%

2% 2% 3%

29%26%

12%7% 8% 7% 7%

2% 2% 2%

23% 24%

15%

8% 7% 8%3% 4% 3% 5%

0%

20%

40%

60%

80%

100%

Health & fitness Professiona/ business

Religious/ spiritual

Community Educational Financial Hobby Cultural Political/activitst Other

Most Valuable Membership(By Age)

Total

Millennials

GenX/Boomers

MOST VALUABLE MEMBERSHIPAmong Millennials, 80% either pay dues or there is a required donation to their most valued organization compared to 72% of GenX/Boomers.

Q7. Do you pay dues or is there a required donation to belong to this organization? (Base: Millennials n=701; GenX/Boomers n=349). Circled percentages represent statistical significance at the 95% level. Circled percentages indicate statistical significance at the 95% level. 26

72%

7%

20%

1%

65%

6%

26%

2%

0%

20%

40%

60%

80%

100%

Yes, I pay dues or make a donation

Yes, someone else pays on my behalf

No Don't Know

Payment of Dues for Most Valuable Membership

Millennials GenX/Boomers

MOST VALUABLE MEMBERSHIPThe majority (61%) of GenX/Boomers pay $500 or less for their most valuable membership, while Millennials are willing to spend a little more with 58% paying $100-$999. Additionally, nearly a quarter (24%) of Millennials pay more than $1,000 compared to 19% of GenX/Boomers.

Q8. How much do you pay or contribute annually to belong? (Include payments made on your behalf.) (Base: Millennials n=558; GenX/Boomers n=250). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

1% 1%

19%32%

33%

29%

25%20%

16% 13%

6% 6%

0%

20%

40%

60%

80%

100%


Dues Fees for Most Valuable Membership(when a payment or donation is required)

Don't Know Less than $100 $100 - $500 $500 - $999 $1000 - $2000 More than $2000

27

*

MOST VALUABLE MEMBERSHIPWhile 72% of Millennials have been a member of the organization most valuable to them for 5 years or less, GenX/Boomers are more evenly split in terms of length of membership. 44% of GenX/Boomers have been a member of their most valued organization for 5 years or less, while 30% have been a member for more than 11 years.

Q9. How long have you been a member of this organization? (Base: Millennials n=701; GenX/Boomers n=349.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 28

25%

38%

22%

7% 6%2%

28%

44%

20%

4% 2% 2%

19%25% 25%

15% 14%

2%

0%

20%

40%

60%

80%

100%

Two years or less 3-5 years 6-10 years 11-20 years More than 20 years Don't Know

Length of Membership in Most Valuable Membership(By Age)

Total

Millennials

GenX/Boomers

*

REASONS FOR MAINTAINING MEMBERHSIPWhile respondents maintain their association with their most valued membership, Millennials do so for the fun or enjoyment and opportunities for personal improvement significantly more than their counterparts. Least important to both groups, but especially so for GenX/Boomers are discounts, savings or other financial benefits.

Q10. People join organizations for a variety of reasons. Please indicate how important the following reasons are in your decision to join or maintain your association with this organization. (Base: Millennials n=701; GenX/Boomers n=349.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

29

2.8

3.0

3.5

3.6

3.8

3.6

3.6

3.4

3.7

3.7

3.9

3.9

4.0

4.0

3.2

3.5

3.6

3.8

3.9

3.9

3.9

0.0 1.0 2.0 3.0 4.0 5.0

Discounts, savings or other financial benefits

Opportunities for professional improvement

Sense of obligation or responsibility

Social interactions or friendships

Desire to support its mission or activities

Opportunities for personal improvement

Fun or enjoyment

Importance of Services by Generation

Total

Millennials

GenX/Boomers

REASONS FOR MAINTAINING MEMBERHSIPOlder Millennials find fun or enjoyment, opportunities for personal improvement and social interactions to be equally important. They are significantly more likely than Younger Millennials to state that opportunities for professional improvement are important.

Q10. People join organizations for a variety of reasons. Please indicate how important the following reasons are in your decision to join or maintain your association with this organization. (Base: Millennials n=701;Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

30

3.5

3.9

3.8

4.1

4.0

4.1

4.1

3.2

3.4

3.6

3.7

3.7

3.9

3.9

0.0 1.0 2.0 3.0 4.0 5.0

Discounts, savings or other financial benefits

Opportunities for professional improvement

Sense of obligation or responsibility

Social interactions or friendships

Desire to support its mission or activities

Opportunities for personal improvement

Fun or enjoyment

Importance of Services – Millennials Only

Younger Millennials

Older Millennials

*

IMPORTANCE IN CONTINUINING MEMBERSHIPNearly ¾ of all Millennials and GenX/Boomers alike say it is at least “very important” for them to continue to be a member of the organization they value the most in the future. Almost no one (2%) says it is “not very important”.

Q11. How important is it for you to continue to be a member of this organization in the future?(Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level. 31

31%

43%

15%9%

2%

31%

45%

14%9%

2%

33%39%

18%

9%

1%0%

20%

40%

60%

80%

100%

Extremely important Very important Moderately important Slightly important Not very important

Importance in Continuing Membership(By Age)

Total

Millennials

GenX/Boomers

*

*

IMPORTANCE IN CONTINUINING MEMBERSHIPNearly ¾ of all Millennials and GenX/Boomers alike say it is at least “very important” for them to continue to be a member of the organization they value the most in the future. Almost no one (2%) says it is “not very important”.

Q11. How important is it for you to continue to be a member of this organization in the future?(Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level. 32

31%

43%

15%9%

2%

31%

45%

14%9%

2%

33%39%

18%

9%

1%0%

20%

40%

60%

80%

100%

Extremely important Very important Moderately important Slightly important Not very important

Importance in Continuing Membership(By Age)

Total

Millennials

GenX/Boomers

*

*

MOST VALUED MEMBERSHIP: INTERACTIONS

33

FREQUENCY OF CONTACTThe vast majority of respondents are in contact with their preferred organization on at least a monthly basis, with two-thirds having contact weekly or daily. Over a quarter of Millennials have daily contact, which represents a significant increase over GenX/Boomers.

Q12. How often are you in contact with this organization? Please include receiving email, postal mail, visiting the website, reading social media posts, attending events or activities, speaking with representatives, and other types of contact.(Base: Millennials n=701; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level.

1% 1%1% 2%2% 2%7% 9%

21%24%

43%

44%

26%18%

0%

20%

40%

60%

80%

100%


Frequency of Contact with Most Valuable Membership

Daily

Weekly

Monthly

Several times a year

Yearly

Less than Yearly

Don't Know

34

FREQUENCY OF CONTACTWithin the Millennials, older Millennials state they have more frequent interactions with their most valuable membership. In fact, 3 in 10 have contact with that organization on a daily basis.

Q12. How often are you in contact with this organization? Please include receiving email, postal mail, visiting the website, reading social media posts, attending events or activities, speaking with representatives, and other types of contact.(Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level.

1% 1%1% 1%2% 1%9%

6%

20%21%

46%40%

21%30%

0%

20%

40%

60%

80%

100%

Younger Millennials Older Millennials

Frequency of Contact with Most Valuable Membership

Daily

Weekly

Monthly

Several times a year

Yearly

Less than Yearly

Don't Know

35

INTERACTION WITH MOST VALUED ORGANIZATION Overall, interaction with most preferred memberships is overwhelmingly through email. Millennials are more likely to note interactions through social media, telephone, mail and texting, while GenX/Boomers are more likely to note interactions with events or meetings and publications.

Q14. How do you most often interact with this organization? [SELECT UP TO THREE](Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 36

60%

41%35%

30%

20%15%

12% 11%

3% 2%

62%

39% 38%32%

19% 17%14%

10%

3% 1%

57%

44%

28%24%

21%

12%9%

14%

3% 5%

0%

20%

40%

60%

80%

100%

Most Often Types of Interaction with Preferred Organization(Up to Three)

Total

Millennials

GenX/Boomers

*

INTERACTION WITH MOST VALUED ORGANIZATION Older Millennials state they have more interactions with their preferred organization, no matter the interaction, than Younger Millennials.

Q14. How do you most often interact with this organization? [SELECT UP TO THREE](Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373.). Percentages with an asterisk indicate statistical significance at the 90% level. 37

59%

36% 37%

29%

19%15% 14%

8%3% 2%

64%

42% 40%35%

20% 19%15%

12%

3%0%

0%

20%

40%

60%

80%

100%

Most Often Types of Interaction with Preferred Organization(Up to Three)

Younger Millennials

Older Millennials

**

FREQUENCY OF CONTACT84% of all respondents interact with other members of their most valued organization at least monthly. Millennials are significantly more likely to interact with other members daily (29%), while GenX/Boomers are significantly more likely to interact with others less frequently at several times a year (10%) or never (6%).

Q13. How often do you interact with other members of this organization, either in person or by phone or online?(Base: Millennials n=701; GenX/Boomers n=349). Circled percentages indicate statistical significance at the 95% level.

1% 1%2% 6%2%4%

2%2%6%

10%18%

14%

40%

44%

29%19%

0%

20%

40%

60%

80%

100%


Frequency of Contact with Other Members of Most Valuable Membership

Don't Know Never Less than Yearly Yearly Several times a year Monthly Weekly Daily

38

MISSION OR ACTIVITIESAn overwhelmingly majority, 89% of respondents say they feel their preferred organization’s mission or activities at least moderately reflects their own personal values and attitudes. Nearly 2/3 believe it does so very much.

Q15. How well does this organization’s mission or activities reflect your own personal values and attitudes? (Base: Millennials n=701;GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level. 39

63%

24%

10%

1%

63%

24%

10%

2%

64%

25%

9%

0%0%

20%

40%

60%

80%

100%

Very Much Moderately Slightly Not at all

Alignment with Mission or Activities

Total

Millennials

GenX/Boomers

MISSION OR ACTIVITIESOlder Millennials feel a stronger connection between their preferred organization and their own values. Over two-thirds of older Millennials especially feel their most valued organization’s mission or activities very much reflects their own personal values and attitudes, compared to 58% of younger Millennials.

Q15. How well does this organization’s mission or activities reflect your own personal values and attitudes? (Base: Millennials n=701;GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 40

58%

27%

11%

3%

68%

21%

10%

1%0%

20%

40%

60%

80%

100%

Very Much Moderately Slightly Not at all

Alignment with Mission or Activities

Younger Millennials

Older Millennials

*

MOST VALUED MEMBERSHIP: PERSONALIZATION

41

MEMBERSHIP PERSONALIZATIONWhile only 12% feel a highly personalized experience is "essential", over a third of both Millennials and GenX/Boomers do feel it is "very necessary". Significantly more Millennials find personalization to be “very” or “moderately” necessary than GenX/Boomers.

Essential, 12%

Very Necessary,

34%Moderately Necessary,

31%

Slightly Necessary,

14%

Not Necessary,

9%

Baby Boomers

Q16 To what extent do you expect that organizations that you belong to will provide a highly personalized experience for you as a member? (For example, communications or products that are customized for your interests or demographic group.) Is this type of personalization…(Base: Millennials n=701; GenX/Boomers n=349.). Percentages with an asterisk indicate statistical significance at the 90% level. 42

Essential, 12%

Very Necessary,

39%Moderately Necessary,

29%

Slightly Necessary,

14%

Not Necessary,

6%

Millennials

*

*

ImportanceofPersonalizedExperienceswithMostValuedOrganization

FREQUENCY OF CONTACTPersonalized communications are expected much more with older Millennials. 59% of older Millennials state personalized communications are at least very necessary, compared to 41% of younger Millennials. Conversely, 24% of younger Millennials find it slightly or not necessary at all, compared to just 14% of older Millennials.

8% 4%

18%

10%

33%

26%

32%

45%

9%14%

0%

20%

40%

60%

80%

100%

Younger Millennials Older Millennials

ImportanceofPersonalizedExperienceswithMostValuedOrganization

Essential

Very Necessary

Moderately Necessary

Slightly Necessary

Not Necessary

43Q16 To what extent do you expect that organizations that you belong to will provide a highly personalized experience for you as a member? (For example, communications or products that are customized for your interests or demographic group.) Is this type of personalization…(Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

INDIVIDUALIZED EXPERIENCES

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. 44

48%

40%37% 35%

27% 26%

3%

45% 45%

39% 41%

29%25%

1%

52%

31% 32%

23% 22%

28%

7%

0%

20%

40%

60%

80%

100%

Opportunities to connect with other members that have

similar interests

Personalized communications based on your

interests or profile

One-to-one attention

(counseling, training, etc )

Opportunities to earn rewards or points based on

activities

Individualized offers/targeted

marketing

Customized member benefits,

products, or services

Other

Individualized Experiences offered by Preferred Organization

Total

Millennials

GenX/Boomers

INDIVIDUALIZED EXPERIENCESWhile younger Millennials are more drawn to an organization that provides opportunities to connect with other members, older Millennials enjoy more an organization that is more focused on them as an individual. This is especially true with respect to personalized communications, opportunities to earn rewards, and one-to-one attention.

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

45

44%39% 38%

35%

28% 27%

1%

46%50%

45%42%

30%

24%

1%0%

20%

40%

60%

80%

100%

Opportunities to connect with other members that have

similar interests

Personalized communications based on your

interests or profile

Opportunities to earn rewards or points based on

activities

One-to-one attention

(counseling, training, etc )

Individualized offers/targeted

marketing

Customized member benefits,

products, or services

Other


Younger Millennials

Older Millennials

*

INDIVIDUALIZED EXPERIENCESMillennials who are members of Cultural or Financial organizations are more likely to state that their preferred organization provides individualized experiences, compared to those who have a health and fitness a professional/business membership.

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

46

54%50%

36%

51%48%

34%

48%45%

31%

48%43%

30%

0%

20%

40%

60%

80%

100%

Personalized communications based on your interests or profile

Opportunities to earn rewards or points based on activities

Individualized offers/targeted marketing


Cultural Membership

Financial Membership

F.P,HP,F*,H

P,H, P,H

H

P,H

INDIVIDUALIZED EXPERIENCESMillennials who are members of Cultural or Financial organizations are more likely to state that their preferred organization provides individualized experiences, compared to those who have a health and fitness a professional/business membership. Conversely, opportunities to connect with other members with similar interests is a service that is more likely to be provided by individuals with memberships in professional/business or health and fitness organizations.

Q17. Which, if any, of the following individualized experiences does [insert name of organization] provide for you? Select all that apply. (Base: Millennials n=701). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

47

50% 50%

36%40%

48% 48%

34%

41%45% 45%

31%

44%43% 43%

30%

45%

0%

20%

40%

60%

80%

100%

Personalized communications based on your interests or profile

Opportunities to earn rewards Individualized offers/targeted marketing

Opportunities to connect with other members members that have

similar interests


Cultural Membership

Financial Membership

Professional or Business Membership

Health and Fitness MembershipF.P,H P,F*,H

P,H

C,FP,HP,H

SHARING PERSONAL INFORMATIONThe sharing of personal information varies between generations. Respondents who are GenX/Boomers are significantly more likely to share more traditional contact information such as phone, email and address, while Millennials are significantly more likely to share their digital profile such as their Facebook profile and GPS tracking..

Q18. What types of personal information do you share with this organization? [SELECT ALL THAT APPLY] (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

48

64%

44%39%

27% 26%

20% 18%13%

10%

4%

61%

46% 46%

30% 31%

25%22% 20%

14%11%

3%

69%

41%

26%21%

28%

17%14%

11% 9%6%

0%

20%

40%

60%

80%

100%

Contact information (phone, email, address)Date of birthFacebook profileFamily information (e g spouse, children, ages of children)Health informationProfessional information (work history, title, etc )Income or other financial informationLocation information/GPS trackingShopping or purchase historyWeb browsing data or search historyNone of these

Sharing of Personal Information with Preferred Organization

Total

Millennials

GenX/Boomers

*

SHARING PERSONAL INFORMATIONThe three most common types of information shared are consistent between younger and older Millennials (contact information, date of birth and Facebook profile). However, outside of contact information, older Millennials are more willing to share personal information with their preferred organization.

Q18. What types of personal information do you share with this organization? [SELECT ALL THAT APPLY] (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

49

65%

44% 42%

28%24%

18% 17% 15%

9%

2%

58%

48% 49%

32% 33%

26% 24% 23%

14% 12%

3%

0%

20%

40%

60%

80%

100%

Contact information (phone, email, address)Date of birthFacebook profileFamily information (e g spouse, children, ages of children)Health informationProfessional information (work history, title, etc )Income or other financial informationLocation information/GPS trackingShopping or purchase historyWeb browsing data or search historyNone of these

Sharing of Personal Information with Preferred Organization

Younger Millennials

Older Millennials*

*

*

WILLINGNESS TO PROVIDE PERSONAL INFORMATIONNearly half (47%) of Millennials are willing to provide a “moderate” or “quite a bit” of personal information in exchange for a more customized membership experience or financial benefits compared to just 37% of GenX/Boomers. Additionally, GenX/Boomers are significantly more likely to not be willing to provide any personal information.

Q19. Please select the statement below that best reflects your opinion when it comes to sharing personal information with membership organizations in general. (Base: Millennials n=701; GenX/Boomers n=349.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 50

16%

40%

28%

16%14%

38%

30%

17%21%

44%

22%

13%

0%

20%

40%

60%

80%

100%

I am not willing to provide any personal information

I am willing to provide only a little personal information

I am willing to provide a moderate amount of personal information

I am willing to provide quite a bit of personal information

Willingness to Provide Personal Information in Exchange for a More Customized Membership Experience or Financial Benefits

Total

Millennials

GenX/Boomers

*

WILLINGNESS TO PROVIDE PERSONAL INFORMATIONYounger Millennials are less willing to provide personal information in exchange for a more customized experience, with 58% stating they would not be willing to provide any personal information or only a little. Older Millennials, on the other hand, are significantly more likely to provide quite a bit of personal information in exchange for a more customized membership.

Q19. Please select the statement below that best reflects your opinion when it comes to sharing personal information with membership organizations in general. (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373). Circled percentages indicate statistical significance at the 95% level. 51

15%

43%

31%

11%14%

33%30%

23%

0%

20%

40%

60%

80%

100%

I am not willing to provide any personal information

I am willing to provide only a little personal information

I am willing to provide a moderate amount of personal information

I am willing to provide quite a bit of personal information

Willingness to Provide Personal Information in Exchange for a More Customized Membership Experience or Financial Benefits

Younger Millennials

Olde Millennials

IMPORTANCE OF MEMBERSHIP OFFERINGSMillennials find all membership offerings to be significantly more important than GenX/Boomers, especially professional development/growth and savings, rewards, or other financial benefits.

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; GenX/Boomers n=349.).Circled percentages indicate statistical significance at the 95% level. 52

3.1

3.3

3.5

3.6

3.8

3.7

3.7

3.9

3.9

4.0

4.0

4.1

3.5

3.7

3.8

3.9

3.9

4.0

0.0 1.0 2.0 3.0 4.0 5.0

Savings, rewards, or other financial benefits

Professional development/growth

Social/group interactions

Fun or enjoyment

Support for a cause or mission you believe in

Personal development/growth

Importance of Membership Offerings

Total

Millennials

GenX/Boomers

IMPORTANCE OF MEMBERSHIP OFFERINGSOlder Millennials find all membership offerings to be significantly more important than younger Millennials, especially social/group interactions and professional development/growth.

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level.

53

3.8

4.1

4.1

4.1

4.1

4.2

3.6

3.8

3.7

3.9

3.9

4.0

0.0 1.0 2.0 3.0 4.0 5.0




Fun or enjoyment




Younger Millennials

Older Millenials

IMPORTANCE OF MEMBERSHIP OFFERINGSMillennial males find all membership offerings to be significantly more important than females, especially professional development/growth and savings, rewards, or other financial benefits.

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level.

54

3.9

4.0

4.1

4.1

4.1

4.2

3.6

3.8

3.8

3.9

4.0

4.0

0.0 1.0 2.0 3.0 4.0 5.0





Fun or enjoyment



Females

Males

IMPORTANCE OF MEMBERSHIP OFFERINGSMillennials who have a cultural membership find all the below to be more important than Millennials who are members of other types of organizations.

Q20. Generally speaking, how important are the following for any membership organization to provide for you? (Base: Millennials n=701; Younger Millennials n=328, Older Millennials n=373).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

55

4.0

4.1

4.1

3.7

3.9

3.9

0.0 1.0 2.0 3.0 4.0 5.0




Importance of Membership Offerings(mean)

Millennial Total Cultural Member

Financial*

Financial*

IMPORTANCE OF FINANCIAL MEMBERSHIP OFFERINGSSavings, rewards or other financial benefits are the most important criteria for all respondents in considering a financial membership. Millennials are significantly more likely to say professional development/growth or support for a cause for a mission that they believe in is also important.

Q21. You indicated that you have a membership with a financial organization, such as a credit union or investment group. Please indicate how important each of the following criteria are in your consideration of financial memberships in general. (Base: Have paid membership in financial organization. Millennials n=458; GenX/Boomers n=184.).Circled percentages indicate statistical significance at the 95% level.

56

39%

20% 18%

11%7%

4% 2%

43%

17% 18%

8% 7%4% 3%

15%

22%17% 19%

13%9%

4%

14% 15%11%

18%14%

9%

19%

0%

20%

40%

60%

80%

100%

Savings, rewards, or other financial

benefits




Fun or enjoyment Social/group interactions

None of these

Important Membership Offerings for Financial Memberships(Have paid membership in financial organization)

Millennials - Most Imoprtant

GenX/Boomers - Most Important

Millennials - Next Most Important

GenX/Boomers - Next Most Important

IMPORTANCE OF FINANCIAL MEMBERSHIP OFFERINGSWithin Millennials, more (52% vs. 46%) younger Millennials state that offers of savings, rewards or other financial benefits are important in considering a financial membership. Significantly more older Millennials (39% vs. 27%) find support a cause or mission they believe in to be important.

Q21. You indicated that you have a membership with a financial organization, such as a credit union or investment group. Please indicate how important each of the following criteria are in your consideration of financial memberships in general. (Base: Have paid membership in financial organization. Millennials n=458; Younger Millennials n=202, Older Millennials n=256).Circled percentages indicate statistical significance at the 95% level. 57

52%

40%

31%27%

19%13%

2%

46%41%

28%

39%

20%

13%

0%0%

20%

40%

60%

80%

100%


benefits





None of these

Important Membership Offerings for Financial Memberships(Have paid membership in financial organization)

Younger Millennials

Oler Millennials

IMPORTANCE OF CULTURAL MEMBERSHIP OFFERINGSMillennials look the most to the potential savings or rewards they can receive as well as supporting a cause of mission they believe in for cultural memberships. GenX/Boomers are significantly more likely (43% vs. 28% to join a cultural organization for the fun or enjoyment.

Q22. You indicated that you have a membership with a cultural organization, such as a museum, zoo, symphony, theater, etc. Please indicate how important each of the following criteria are in your consideration of cultural memberships in general. (Base: Millennials n=409; GenX/Boomers n=152.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level.

58

25%22%

19%

12% 12%8%

2%

17%

23%

13%

19% 18%

5% 5%

14%17% 16% 18% 16% 16%

2%

11%16%

9%

18%

25%

16%

7%

0%

20%

40%

60%

80%

100%


benefits





None of these

Most important Membership Offerings for Cultural Memberships(Have membership in cultural organization)





* * *

IMPORTANCE OF CULTURAL MEMBERSHIP OFFERINGSYoung Millennials find fun or enjoyment and social/group interactions to be more important than their older Millennial counterparts when considering a cultural membership. Interestingly, savings or rewards, professional development and personal development are more important for older Millennials.

Q22. You indicated that you have a membership with a cultural organization, such as a museum, zoo, symphony, theater, etc. Please indicate how important each of the following criteria are in your consideration of cultural memberships in general. (Base: Millennials n=409; Younger Millennials n=176, Older Millennials n=223.).Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 59

37%34%

27%30% 30%

24%

2%

37%

25%20%

36% 35% 33%

1%0%

20%

40%

60%

80%

100%




benefits



None of these

Important Membership Offerings for Cultural Memberships(Have membership in cultural organization)

Younger Millennials

Odler Millennials

*

IMPORTANCE OF EDUCATION MEMBERSHIP OFFERINGSThe most important criteria for both groups of respondents in considering an education membership are supporting a cause and professional development/growth. Savings continue to be important to Millennials as well, as they are significantly more likely to list it as one of their top two criteria (32% vs. 22%). Both groups are less likely to say they join for the social interactions or fun than cultural organizations.

Q23. You indicated that you have a membership with an educational organization, such as an alumni association, parent-teacher association, etc. Please indicate how important each of the following criteria are in your consideration of educational memberships in general. (Base: Have membership in education organization. Millennials n=345; GenX/Boomers n=113.).Circled percentages indicate statistical significance at the 95% level.

60

26% 25% 23%

12%

6% 7%

0%

27%22%

18% 17%

5%

11%

1%

18% 20%

12%17% 15% 16%

1%

11%

21%

9%

19% 20%16%

4%

0%

20%

40%

60%

80%

100%




benefits



None of these

Most important Membership Offerings for Education Memberships(Have membership in education organization)





IMPORTANCE OF EDUCATION MEMBERSHIP OFFERINGSNearly half (48%) of Young Millennials look at professional development/growth when considering an education membership, significantly more than older Millennials (39%).

Q23. You indicated that you have a membership with an educational organization, such as an alumni association, parent-teacher association, etc. Please indicate how important each of the following criteria are in your consideration of educational memberships in general. (Base: Have membership in education organization. Millennials n=345; Younger Millennials n=145, Older Millennials n=200). Percentages with an asterisk indicate statistical significance at the 90% level. 61

48%43%

28%25% 24%

21%

39%42%

35%31%

21% 21%

0%

20%

40%

60%

80%

100%





Social/group interactions Fun or enjoyment

Important Membership Offerings for Education Memberships(Have membership in education organization)

Younger Millennials

Odler Millennials

*

IMPORTANCE OF PROFESSIONAL MEMBERSHIP OFFERINGSNot surprising, half of respondents who have a professional membership rank “professional development/growth” as the most or next most important.

Q24. You indicated that you have a membership with a professional or business group, such as industry associations, networking groups, etc. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in professional or business organization. Millennials n=557; GenX/Boomers n=242.). Percentages with an asterisk indicate statistical significance at the 90% level.

62

32%

24%19%

11%

5% 6%2%

38%

20%16%

9%6% 7%

3%

18%

12% 14%

22%17%

13%

3%

17%12%

15%19%

12%

19%

7%

0%

20%

40%

60%

80%

100%



benefits




None of these

Most important Membership Offerings for Professional Memberships(Have membership in professional or business organization)





*

*

*

IMPORTANCE OF PROFESSIONAL MEMBERSHIP OFFERINGSYounger Millennials find both professional and personal development/growth to be more important in considering a professional membership. Older Millennials, find support for a cause or mission they believe in to be significantly more important.

Q24. You indicated that you have a membership with a professional or business group, such as industry associations, networking groups, etc. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in professional or business group. Millennials n=557; Younger Millennials n=130, Older Millennials n=308). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 63

52%

34% 31%26%

20% 19%

46%

30%33%

36%

22%18%

0%

20%

40%

60%

80%

100%






Important Membership Offerings for Professional Memberships(Have membership in education organization)

Younger Millennials

Odler Millennials

IMPORTANCE OF PROFESSIONAL MEMBERSHIP OFFERINGSWomen are significantly more likely (53% vs. 46%) to look at professional development/growth when considering a professional or business group. This is overwhelmingly the most important criteria for women, whereas men also look to savings or rewards as well as supporting a cause or mission they believe in.

Q24. You indicated that you have a membership with a professional or business group, such as industry associations, networking groups, etc. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in professional or business group. Millennials n=557; Males n=314, Females n=243). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 64

46%

35% 35%31%

22%16%

53%

28% 27%32%

21% 22%

0%

20%

40%

60%

80%

100%






Important Membership Offerings for Professional Memberships(Have membership in professional organization)

Male Female

*

*

*

IMPORTANCE OF HEALTH & FITNESS MEMBERSHIP OFFERINGSGenX/Boomers view “personal development/growth” and “fun or enjoyment” as the most important criteria in considering a health and fitness membership at a significantly higher rater than Millennials. Conversely, Millennials are more likely to consider support for a cause they believe in, savings, and professional development as important.

Q25. You indicated that you have a membership with a health or fitness organization, such a gym, yoga or sports club/league. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in a health and fitness organization. Millennials n=582; GenX/Boomers n=231.). Circled percentages indicate statistical significance at the 95% level. . Percentages with an asterisk indicate statistical significance at the 90% level.

65

28%

20% 18%15%

12%

6%2%

37%

13% 12% 10%

17%

6% 4%

19%

10%14% 12%

24%

18%

3%

16%

9% 9% 8%

35%

16%

6%

0%

20%

40%

60%

80%

100%



benefits




None of these

Most important Membership Offerings for Health and Fitness Memberships(Have membership in health and fitness organization)





*

*

*

IMPORTANCE OF HEALTH AND FITNESS MEMBERSHIP OFFERINGS

Over half (54%) of younger Millennials look at personal development/growth when considering a health and fitness membership, significantly more than older Millennials (39%). They also find fun or enjoyment to be a significantly more important consideration. Older Millennials, are significantly more likely to consider how it supports a cause of mission they believe in as well as social/group interactions.

Q25. You indicated that you have a membership with a health or fitness organization, such a gym, yoga or sports club/league. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in a health and fitness organization. Millennials n=582; GenX/Boomers n=231.). Circled percentages indicate statistical significance at the 95% level. . Percentages with an asterisk indicate statistical significance at the 90% level. 66

54%

40%

28%25%

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39%32%

25%28%

38%

27%

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Fun or enjoyment Professional development/growth




Important Membership Offerings for Health and Fitness Memberships(Have membership in health and fitness organization)

Younger Millennials

Odler Millennials

*

IMPORTANCE OF HEALTH AND FITNESS MEMBERSHIP OFFERINGS

Personal development/growth is a top priority for Millennial women when considering a health and fitness membership, with 56% stating it is one of the top two considerations, compared to just 37% of men. Women are also significantly more likely to look for fun or enjoyment (41% vs. 31%), whereas Millennial men are significantly more likely to look at professional development/growth (33% vs. 19%) and supporting a cause or mission they believe in (34% vs. 24%).

Q25. You indicated that you have a membership with a health or fitness organization, such a gym, yoga or sports club/league. Please indicate how important each of the following criteria are in your consideration of professional memberships in general. (Base: Have membership in a health and fitness organization. Millennials n=582; GenX/Boomers n=231.). Circled percentages indicate statistical significance at the 95% level. Percentages with an asterisk indicate statistical significance at the 90% level. 67

37%34% 33% 31% 29%

24%

56%

24%19%

41%

24% 23%

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Fun or enjoyment Savings, rewards, or other financial benefits


Important Membership Offerings for Health and Fitness Memberships(Have membership in health and fitness organization)

Males Females

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